International Journal of Agriculture Extension and Social Development

author(s)
Regatipally Divya, Madhumati K Mantur, Biradar Gayatri and Renuka Salunke

abstract
Consumer buying behavior is a complex process influenced by multiple factors such as personal preferences, social influences, and financial constraints. College students represent a unique segment of consumers due to their evolving needs, digital engagement, and limited budgets. This study investigated the consumer buying behavior of college students at the College of Community Science, UAS Dharwad, focusing on their purchasing patterns, influencing factors, and preferred modes of shopping. A sample of 60 undergraduate and postgraduate students was selected using a random sampling technique, and data were collected through a structured questionnaire. The results of the research study revealed that college students exhibited distinctive buying behaviors shaped by affordability, convenience, and exposure to digital platforms. Offline purchases remained preferred for essential items, whereas online shopping catered to convenience and variety. Social media played a pivotal role in decision-making, underscoring the influence of peer reviews and endorsements. Understanding these patterns is crucial for marketers to design effective strategies that resonate with the needs and behaviors of college students.